Yesterday I attended the DMA event, Print – the vital ingredient.
The theme for the morning was, that like a phoenix rising from the flames, we are seeing a resurgence in the popularity of direct mail as part of a multi-channel campaign.
There are many factors that are contributing to a return to the importance of direct mail, including email fatigue, a new data driven relevancy and its ability to engage its audience.
With new forms of print creating pieces that people enjoy touching, direct mail offers something that digital just can’t.
Some of the headline figures from the event
- 60% of people admit to liking receiving direct mail
- 75% of people will open a direct mail piece
- Print pieces stay in the house for an average of 17 days
- People spend longer looking at print pieces than email